No Forms. No Spam. No Cold Calls. The Next Generation of Account-Based Sales and Marketing

A Practical Guide to Boosting Revenue with Modern, Tech-Driven Account-Based Marketing--from a "Unicorn" CMO

Prospects are being bombarded from all sides with forms, emails, and annoying phone calls as they try to research our solutions. So they protect themselves by researching anonymously and not revealing themselves to us until their decision is made. That means sellers and marketers have lost our opportunity to influence the buying journey. The solution is the hottest trend in sales and marketing today, summarized in this practical guide: Account-Based Marketing.

No Forms. No Spam. No Cold Calls helps salespeople and marketers access prospective buyers in "the Dark Funnel."  The book also explains how Account-Based Marketing can help you grow revenue by prioritizing which accounts to work, targeting multiple decision-makers in a single account, measure sales pipeline health, and discourage the anonymous buying behavior causing problems for sales teams across the industry.

Veteran tech CMO Latané Conant also explains:

• How the modern era of marketing and sales is different from what it used to be and how to capitalize on your new capabilities
• Insights for the modern sales leader, including how to set sellers up to win, design successful territories, and hire and retain top sellers
• Ways for chief marketing officers to stop playing defense and go on offense
• Strategies for building a tech-stack that prioritizes your customers

A practical handbook for marketers, salespeople, and team leads, No Forms. No Spam. No Cold Calls. is a career-boosting guide to the techniques and strategies made possible by modern revenue technologies.

LATANÉ CONANT is CMO of 6sense and is passionate about empowering marketing leaders with effective technology, predictive insights, and thought leadership so they can confidently lead their teams, company, and industry into the future. As a “recovering software sales woman” she is keenly focused on leveraging data to ensure marketing programs result in deals, not just leads.

Foreword v

Introduction 1

Chapter A New Era of Sales and Marketing 15

Chapter 2 It’s Time for CMOs to Play Offense 27

Chapter 3 Building the Customer-First Tech Stack 57

Chapter 4 Our Bold New Vision in Action 97

Chapter 5 The Modern Sales Organization 137

Chapter 6 Are You Ready to Break Through? 183

Afterword 243

About the Author 256

Index 257